Case Study: A Starting Point - Marketing Strategy for Civic Engagement App Founded by Chris Evans

A Starting Point Media Platform & Civic Engagement App

C L I E N T

C A S E

S T U D Y

How our digital strategy & content generation process increased followers by 150% and lead to $40+ million in EMV growth

T H E

C L I E N T

The client, A Starting Point, is a media & civic engagement startup, founded by actor and "Captain America" star Chris Evans, director and producer Mark Kassen, and technology entrepeneur Joe Kiani.

C H R I S

E V A N S

C 0 - F O U N D E R

M A R K C E O

&

K A S S E N

C O - F O U N D E R

J O E

K I A N I

C 0 - F O U N D E R

C U S T O M E R

C A S E

S T U D Y

"Since launching in July 2020, the nonpartisan ASP has grown into a reputable civic media brand viewed by millions of Americans monthly."

D E A D L I N E

H O L L Y W O O D

A P R I L

2 0 2 0

K E Y

S T A T I S T I C S

150%

$40M +

Boost in followers, generating over 1.5m monthly video views across social channels

Earned Media Value (EMV) added through organic social content

13x

100K+

Increase in organic content production through new formats and reinvented workflow to streamline the asset generation process with cutting-edge Adobe Creative Cloud features

Email signups turned from dormant subscriber list to a powerful new channel asset through the creation of an engaging weekly newsletter

P A R T N E R S H I P S

Developed content strategy and coordinated publication of collaborative assets for partnerships with major media organizations

O U R

S T R A T E G Y

Brand Development

Digital Content

Email Marketing

Partnerships & Ad Campaigns

T H E

S T R A T E G Y

At the core of ASP's mission, impartiality, objectivity, and simplicity were essential pillars of our new messaging architecture.

T H E

S T R A T E G Y

We began by developing a brand style guide for visual & copy collateral that aligned with these values. This style guide then formed the foundation of engaging, new content formats.

T H E

S T R A T E G Y

These formats were then standardized and integrated into a fully modular content production process. Utilizing the latest Adobe Creative Cloud features,* we built a simple, replicable process for generating entirely dynamic, high-quality brand assets. *

Essential Graphics & MOGRT Libraries

T H E

S T R A T E G Y

This shared library served both our content team and the client's in-house editing team, enabling ASP to respond consistently & swiftly to urgent news. In the ever-changing media landscape, this exponentially amplified output capability and the value of the client's content archives.

"Because it’s short-form media, we’re engineered to be social ...

The key is to use modern tools to push out content that’s tonally different from what you might find on modern cable news."

M A R K C E O , ( Q U O T E

A

K A S S E N

S T A R T I N G

F R O M

P O I N T

W A S H I N G T O N

P O S T )

"The platform’s social media team pushes out potentially newsworthy clips ... the [Angus] King clip was viewed more than 400,000 times on [ASP's] Twitter account, compared with the 10,000 who caught in on CNN’s social media."

W A S H I N G T O N O C T O B E R

2 2 ,

P O S T 2 0 2 0

Ink, Inc. Creative Group

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